Category Archives: Email Marketing

4 Outdated B2B Marketing Solutions & What to Do Instead

Old habits die hard. And it’s even harder to get rid of them when you don’t know the alternatives.

That being said, you simply can’t rely on outdated B2B marketing solutions anymore. We’re now well into 2016, so step up your game! It’s time to find new ways to turn prospects into sales-ready leads and accelerate your company’s growth.

Check out these 4 outdated B2B marketing solutions & what to do instead:

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B2B Marketing Automation: A Q&A

b2b marketing automationZoomInfo first discussed the use of marketing automation six years ago. Since then, a lot has changed in the B2B marketing world. Marketing automation has grown immensely. In fact, 55% of B2B companies report using marketing automation as part of their marketing strategy (source).

While the use of marketing automation has become more prevalent since 2011, marketers still struggle to fully leverage the capabilities of their marketing automation software. In fact, a recent study reported only 14% of marketers describe their use of marketing automation as “good” or better (source).

In an effort to provide an updated look at marketing automation, we’re answering the same questions we covered in our original post from 2011. Read More

36 B2B Data Statistics: The Effect of Dirty Data on ROI

b2b data

There is no greater asset to your organization than your B2B database. However, when your database becomes cluttered with outdated, incomplete or inaccurate contact information, it can prove to be a costly obstacle along your route to success. From marketing, lead generation and customer relationships, to sales and even revenue, dirty data can have an insurmountable impact on all areas of your business.

As frustrating as it may be, data decay is a natural outcome of the ever changing B2B landscape; professionals are constantly changing positions, titles, locations and places of work, rendering data useless. Even if you don’t see the direct impact of dirty data to your bottom line, there is no question that your sales and marketing teams would perform even better if your contact data was regularly cleansed and optimized.

Still not convinced? Let’s see if some cold, hard facts can change your mind. Here are 36 statistics about dirty data that highlight the importance of database maintenance:

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How to Get More From Your B2B Data

b2b dataArguably, the most crucial element to your marketing success is your B2B database. After all, no matter how good your message or offering is, if it doesn’t reach the right people, then your chances for marketing and sales success are greatly hindered. Not only will you see low response rates, but bad data can cost your company revenue. Consider the following (source):

  • 62% of organizations rely on marketing data that’s up to 40% inaccurate
  • Up to 25% of B2B database contacts contain critical errors
  • 40% of business objectives fail due to inaccurate data
  • It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done

Data is an important organizational resource. Yet, most companies fail to establish the proper processes to manage it effectively. Why? They don’t know where to start. So, to help get you on your way, here are four steps you can begin implementing to ensure your data is paying dividends.
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The B2B Marketer’s Guide to Lead Nurturing

lead nurturingIn an ideal world, all incoming leads would be ready to buy—unfortunately, that’s not always the case. In fact, 73% of all B2B leads are not ready to purchase the first time they interact with your brand. Yet, up to 80% of those prospects will be ready to buy from you – or a competitor – within 24 months (source). The trick to bridging this gap is to prevent these leads from going cold. Enter, lead nurturing.

Lead nurturing is the process of developing meaningful relationships with potential customers throughout every stage of the buyer’s journey. Instead of forcing a sales pitch on someone who may not be ready, nurturing identifies the needs of the prospect and provides them with the answers they are searching for.

Lead nurturing has become a profitable marketing practice and is considered an integral part of many B2B marketing strategies. One recent study found companies that excel at lead nurturing generate 50% more sales-ready leads, at a 33% lower cost; while another study stated that nurtured leads make 47% larger purchases (source). Read More

7 Steps to Improve Email Deliverability

Take a look at your inbox – how many unread or deleted messages do you have? And how many of them are from companies trying to catch your attention?

This is the reality of email marketing today. As such, it’s crucial to understand best practices that can help you improve deliverability and compete in an environment where much is outside your control. Read More

The B2B Marketer’s Guide to Social Listening

social listening

By now, brands understand that a strong social media presence is made up of more than just a steady stream of content. It requires a comprehensive strategy.

Enter, social listening. For those who may be unfamiliar, social listening is exactly what it sounds like: a process of listening to online conversations between customers or potential buyers in an effort to gain valuable brand and industry insights.

Here are three quick ways you can implement social listening today: Read More

Improve Your Luck with Your Lead Generation Campaigns this St. Patrick’s Day [infographic]

When you think of St. Patrick’s Day, you most likely think about getting lucky, pots of gold, leprechauns, and the color green. So how can you apply this to your lead generation campaigns to spice things up and generate more engagement and relevant leads?

  1. Incorporate data-driven marketing into your overall strategy
  2. Add green to your campaigns
  3. Apply digital marketing trends
  4. Brew up catchy subject lines
  5. Run “lucky” themed online ads

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How to Create an Email Marketing Strategy for Logistics

 

Email marketing is one of the most effective and efficient forms of marketing. Though not commonly used in logistics, email marketing has the potential to increase engagement and brand awareness amongst shippers, and can help your organization grow. If you haven’t done any email marketing in the past, creating a new strategy from scratch might sound daunting. So here is a step by step guide on how to get started with email marketing for logistics.

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Data Decay: Is Your B2B Database Full of Rotten Apples? [infographic]

Data decay happens naturally because of how often people change jobs or titles, companies go out of business, and mergers occur. Because of this, many organizations are working with a B2B database that is cluttered with outdated, invalid, or incomplete contacts. Dirty data impacts all areas of an organization, including marketing, lead generation, customer relationships, and finance.

The experts at ZoomInfo put together an infographic outlining data decay’s costly impact. Here are some statistics for you to pay attention to:

  • 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate
  • Up to 25% of B2B database contacts contain critical errors
  • 40% of business objectives fail due to inaccurate data
  • 1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done

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